Meiji: Case study

Credits & Description:

Client MEIJI CO., LTD.
Entrant DENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
Idea Creation 2 BRAVO Tokyo, JAPAN
Production KAIBUTSU Tokyo, JAPAN
Production 2 D2C Tokyo, JAPAN
Yusuke Shimazu Dentsu Inc. Creative Director
Shunsuke Kaga Dentsu Inc. Creative Director
Nao Arai Dentsu Inc. Copywriter
Kaihei Ozeki Dentsu Inc. Producer
Yusuke Kitani Kaibutsu Art Director
Yuta Ichikawa Bravo Event Producer
Satomi Hiwatari Bravo Event Producer
Hironori Yamaguchi D2C Web Producer
Taro Sugawara D2C Web Planner
Leo Okamoto D2C Web Producer
Ryota Izumiya TAIYO KIKAKU Co., Ltd. Movie Producer
Ichiro Matsuda TAIYO KIKAKU Co., Ltd. Movie Producer
Shota Kusayanagi TAIYO KIKAKU Co., Ltd. Movie Production Manager
Haruna Nagamatsu TAIYO KIKAKU Co., Ltd. Movie Production Manager
Links
Supporting Webpage: https://www.meiji.co.jp/do-won...
Published: February 2018
Synopsis:
Immune system - it is essential for our healthy life. However, it is a recondite theme therefore hard to approach. As you cannot see it and it is in your body, only few people know about it. Thus, we challenge to cultivate immunity using art. This is an experience-based learning exhibition: ”You and Immune System. Exhibition"
The Campaign
To make audience interested in immune cell groups inside your body, we created a bold visual icon. We challenged to draw every single details of the cells, that is very difficult to see even using micro scope, with each cells' function. We managed to stimulate the audience's interest for the unknown showing a micron world created by many very fine lines overlapping each other again and again.
Creative Execution
With a unique miniature illustrator, we studied a number of materials under Meiji's research laboratory and doctors of medicine team's supervision, and produced 11 detailed and accurate illustrations of the main micro cells composing the immune function. Based on the illustrations, we designed the venue's whole art direction and advertising announcement. At the nearest station, Omotesando, we had station-jacking posters of the illustrations with bold compositional arrangement. As a result there were many poeple stopping in front of the pictures for its distinctive detailed world they have never seen before. We succeed to make interesting news beforehand.
Indication Of How Successful The Outcome Was In The Market
Although the exhibition was held only 2 days in a very small gallery, it was a great success as we had over 4,700 visitors and the waiting queue took over 60 minutes at one point. The topic was on many medias including TV, newspapers and SNS. Not only immunity but also NK cell (immune structure's main natural killer cell) that is unusual to hear in everyday life, was a trending tweet during the exhibition. We also successfully contributed to immune educational activity.